Puma x 247 collection Credits: Represent
British streetwear brand Represent has officially launched its first-ever womenswear collection, marking a significant step for the brand in its collaboration with the sportswear giant Puma. This launch is the largest collaboration to date for Represent’s 247 performance wear line, which now includes apparel and accessories for women. The collection introduces a range of new products, including Represent’s very first sports bra and women’s trainers, showcased by Team GB middle-distance runner Phoebe Gill.
The 12-piece Puma x 247 collection includes a mix of training wear, footwear, and accessories designed for both style and performance. Items such as T-shirts, sweatpants, shorts, a hoodie, a backpack, and a headband are part of the offering, with the men’s side of the collection represented by athlete and trainer Jake Dearden.
The centerpiece of the collection is the redesigned Puma Deviate Nitro Elite 3 running shoe, which has been reimagined with the 247 colour palette, logo, and other signature design details. This special running trainer reflects the high-performance nature of the collaboration. The collection's price range varies from 25 to 195 pounds, and it became available for purchase online on December 18 through representclo.com/247 and puma.com.
Puma x 247 collection Credits: Represent
Represent’s partnership with Puma began when the company’s CEO, Paul Spencer, who had previously worked as managing director at Puma’s European division, saw an opportunity to create something special. With George Heaton, the co-founder and creative director of Represent, leading the design process, the aim was to push the limits of athletic performance while integrating streetwear style. “At 247, we’ve always sought to push the boundaries of athletic performance, and collaborating with Puma on this project represents a key milestone in our journey,” said Heaton. “Our aim was to learn from one of the best in the industry and elevate our product line, starting with the creation of an elite performance running shoe.”
Puma x 247 collection Credits: Represent
For Represent, expanding its reach into the womenswear market was a strategic move to meet growing demand. The introduction of women’s products in the 247 line reflects the brand's desire to expand its offerings and cater to a wider audience. “This collaboration highlights a pivotal moment for us, especially with the introduction of womenswear into the 247 range,” Heaton added.
Puma x 247 collection Credits: Represent
Puma’s Gregor Abenstein, head of select at Puma, spoke about the collaboration as a true partnership, noting that both brands worked closely together from start to finish to ensure every detail reflected their shared creative vision. “We are very happy with the outcome and think we can offer something purposeful to our consumers,” Abenstein said.
Puma x 247 collection Credits: Represent
This expansion of Represent’s product line comes after the brand sold a minority stake to investment firm True and opened its first UK flagship store in Manchester in October. The success of the Puma x 247 collection signals a new chapter for Represent as it continues to grow and diversify.
